As of 2021, an astounding 2.14 billion people shop online. That’s an incredible 900 million more digital shoppers than there were in 2020. The US alone boasts 230 million online buyers.
These figures are jaw-dropping, and they reveal the lucrative online marketplace we live in today.
But while the digital space is brimming with opportunities for online entrepreneurs, competition for visibility has never been stiffer. For example, only 9 percent of all content online ever receives organic traffic from Google.
But there’s a way to guarantee brand online visibility: paid search advertising. Businesses worldwide are increasingly using this digital marketing strategy to earn leads, and you should try it too.
In today’s post, we outline a few reasons paid search advertising is worth every dollar. Read on to learn more.
What Is Paid Search Advertising?
Paid search advertising is a form of pay-per-click (PPC) marketing that uses an auction-based PPC model to display online ads on search engine result pages (SERPs). Ad formats range from text ads to shopping ads.
Generally, your bid and quality score determine how much you’ll pay per click, the frequency of your ads’ appearance, and the rankings.
So, how does paid search advertising work?
First, you place a bid for ad placement on a SERP. Then, you set the amount you wish to spend per click and the maximum budget for the entire campaign.
As soon as you’ve connected your ad to a post-click landing page, the search engine platform calculates a quality score. This metric helps determine your ad’s positioning. In addition, the quality score reveals how relevant your specified keywords, ad, and destination page are.
Your quality score may change from time to time based on such factors as the number of users who click your ad, ad relevance, and whether or not users are converting when they reach the post-click landing page.
One of the ways to attain top placement is to have highly optimized paid search ads. Consider working with a reputable PPC management company to come up with such ads.
Why Paid Search Advertising Pays
Now that you’ve seen what paid search advertising is and how it works, it’s time to see why you should put it at the center of your PPC campaign. So let’s delve right in:
Paid Search Is Extremely Targeted
Whether your digital marketing campaign aims to enhance the awareness of a new product or increase sales, paid search advertising can help you achieve it.
Your campaign manager can swiftly research terms consumers are using to look for your products and services within your search engine ad platform. The manager then bids on those keywords.
There’s a variety of paid search targeting tools you can use for granular targeting. With these tools, you can target clients by location, language, device, previous web visits, and so on.
It’s Quick To Execute
With paid search, you can start to see results within an extremely short timeframe. Other advertising strategies such as SEO often take months before you see a boost in your online visibility.
Generally, you start to show up immediately for the keywords you’re targeting when you use paid search.
Besides, setting up an entire paid search ad campaign can take only a couple of hours. You don’t even need to design or upload any creative assets.
That said, it’s important to note that once your paid search ad campaign is up and running, it needs long-term care to ensure performance.
Optimizing Is Flexible
Another major benefit of using paid search advertising is that it makes it extremely easy to make desired optimizations. You can control just about every aspect of an ad, from keywords to ad copy to the landing page you use for the ad.
You can tell what’s working and what you need to change from the data you get in your account. For example, you may find that you’re paying more for a certain keyword that isn’t bringing the desired results. Turning off this keyword helps you focus on other keywords with which users are engaging well.
Paid Search Is Cost-Effective
As we’ve already pointed out, paid search uses the PPC model, meaning you don’t pay unless a user clicks on your ad. Thus, you never waste money on impressions for people who don’t engage with the ads.
Moreover, search engines usually don’t have a lower limit for the amount you can spend on paid search. Thus, even businesses with limited budgets can take advantage of this marketing strategy.
Note, however, that you may need to pay more for paid search ads than for display ads. However, given that people are searching for information related to your ad, there’s a much higher level of engagement.
The Results Are Measurable
Perhaps the top reason many businesses opt for paid search ad marketing is that there’s data to back their efforts. You can accurately measure results for every keyword, ad, and even user.
When results are measurable, it’s easy to know what’s working and what needs tweaking or overhauling.
Boost Your Marketing Efforts Through Paid Search Advertising
An effective digital marketing strategy is the lifeblood of any online business today. And when it comes to online marketing, few techniques are as effective as paid search advertising. When executed well, this marketing approach can help enhance brand awareness, increase leads, and boost sales.
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